ДОСЛІДЖЕННЯ ЗАДОВОЛЕНОСТІ СПОЖИВАЧІВ ЯКІСТЮ ПОСЛУГ У СИСТЕМІ МАРКЕТИНГУ ПІДПРИЄМСТВ ТУРІНДУСТРІЇ

Abstract

The article examines the peculiarities of marketing activities in the tourism industry. The complexity of this issue is not only that there is no single theoretical approach to solving problems of marketing support of tourism, there is no clear understanding of practical aspects. The purpose of the article is to study the features of marketing activities in the tourism industry and to develop tools for its improvement in order to increase consumer satisfaction with the quality of services provided. To achieve the goal of the article, a number of general scientific and special methods were used: abstract-logical method, method of theoretical generalization, abstract analysis, content analysis. The article defines the essence of tourism marketing, its purpose, tasks and functions, which are considered in tourism at 3 levels: public, regional and individual. The necessity of correct understanding of consumer behavior for realization of effective marketing activity at the tourist enterprise is proved. A comprehensive study of consumer needs and their consumer satisfaction with the quality of services is proposed. It will assess how marketing activities meet consumer needs and how a company assesses the importance of its work at each stage of the purchase decision. It has been proved that identifying the degree of consumer satisfaction with the company's services is the most important problem in the context of ensuring the competitiveness of the enterprise and the efficiency of its work in the market. A client-oriented model of marketing of a professional tourist service has been developed, which is based on the characteristics inherent in a professional tourist service. The model considers three types of marketing: traditional, internal and interactive marketing. The components of the model should be three controlled and interdependent links: "travel company – customers"; "travel company – staff"; "staff – customers ". It has been proved that the introduction of a customer-oriented model of marketing professional services and methods of personal sales will help improve the quality of services provided and increase the efficiency of the tourism enterprise as a whole.